This Is Your Invitation To A “Profit Party.”

By: Darcy Juarez on: July 18th, 2013 4 Comments

Today I want to do something a little different.

I want you to imagine that you are planning a special party at your house.

What do you do to get ready?

You do some deep cleaning and perhaps some touch-up painting. You plan the menu. You make your guest list. You create invitations and send them to that list.

Depending on what the purpose of your party is, your list might be different. If it’s to celebrate a landmark birthday for your spouse, your list might look different than say if it was a party for your daughter’s sweet sixteen.

Or if you were planning a party for your parent’s golden wedding anniversary your list would be different than if it was for your anniversary, right?

Because if you invited your daughter’s friends to your birthday party, they might think that is a little strange and you likely wouldn’t have a very good turnout for your party.

Conversely, if you invite family, close friends of your parents, your dad’s golfing buddies and your mom’s garden club to a party for your parent’s golden wedding anniversary party you likely will have a very successful party and a great turnout.

Now while my examples might seem a little obvious, I mention them to drive home a key money-making point.

Because just like when you plan for a party, when you are sending direct mail, to have a successful response, you must match your audience to your offer.

For example, it wouldn’t make sense to send a letter promoting Omaha Steaks to vegetarians or lawn service to people who live in condominiums.

So your list is one of the most crucial pieces of your puzzle. In fact, at Mailbox Millions Dan Kennedy said that fifty percent of your success in Direct Mail is having the right list.

Granted constructing a list when mailing a promotion is a bit trickier than making an invitation list for a party, some of the same principles apply.

Overlay lists for a more targeted list. When planning a party where you must limit the guests, more thought goes into the list. You might look for people that have something in common like maybe everyone is married and has children or maybe you only invite people from your church. With a mailing list you can do the same thing. Let’s say you have a golf shop in Myrtle Beach, South Carolina. So you want to target people that live in Myrtle Beach only. You could also cross-reference to see who on this list has bought a golf product or subscribes to a golf magazine. This would give you a tighter, more targeted list, giving you a much higher likelihood that your mailing will produce new customers.

Clean your list. People move, go out of business, etc. If you get one or two returned letters at Christmas when you send out Christmas cards, not such a big deal. But with direct mail, an old list that hasn’t been cleaned can cost you hundreds, if not thousands of dollars.

Mail more than once. Don’t give up on a productive list. You wouldn’t expect everyone you invited to show up at your party. Plus you wouldn’t assume that if they didn’t come they weren’t interested and would never attend if you invited them again. If you get a good response from your list, keep mailing to them.

When mailing a promotion, give careful consideration to your list just as if you were planning a party. When you do, you’ll prevent wasting a lot of money sending mail to people who aren’t interested in your offer. Plus, you’ll have a lot more people show up to the party—which means more fun and higher profits.

NOTE: Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.

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    ABOUT THE AUTHOR:

    Darcy Juarez has created marketing systems in the direct response and information marketing world that have gained national attention. As the Director of Marketing for GKIC , Darcy has taught thousands of business owners her step-by-step strategies for creating their own success and obtaining more time and more profits. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    4 Responses

    1. MJ says:

      Will there be a recording of this teleseminar?
      Thanks

    2. Steven Serpa says:

      Hi Darcy,

      Today I started running ads on Facebook to try to build a fan base but its a lot harder than I originally though. Thank God that I watched a few webinars in this area or I would be spending a ton of money right now on adverts.

      Yes I want likes but I also want sales so my ad combines both and the niche is just a little more open because of the low count in my target niche. That said it still includes the general topic of SEO and VSEO and people that would be interested in those fields.

      Anywhoo…after reading your post today I’m going to get focused on list building and I guess you could call it segmenting as well because although I have a few years in learning the ropes of IM I just recently got serious about selling and I’m not going to pay for adverts without have something to sell.

      So going forward I’m going to spend more time reading your post and finding out what GKIC thinks about business today and now on the web and I also looking to become and official Affiliate for GKIC so I can point the people I meet to GKIC as well.

      Thanks for the inspiration.

      Steven

    3. […] of prospects who will respond to your offer. Darcy talked about this the other day in her article This Is Your Invitation To A “Profit Party.” No matter how good your offer is, if you are mailing to the wrong prospects, you won’t sell much, […]

    4. I like this post because I get to relate with it. As we know, throwing a party or occasion seems not so easy so we really need to plan and coordinate with the right people to get things done the way they should be. It’s pretty hard to accept a party that is unorganized so it is important that we plan ahead of time like planning on the venue, caterer, invitations, the guest list and etc.

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